Understanding the belief–behavior gap: Insights from attitudes research

Abstract

Belief change does not always lead to behavior change. This belief–behavior gap has received considerable atention, particularly in the context of misinformation. We expand upon ideas in the literature by offering additional insight derived from research on attitudes. Specifically, we propose that lessons from attitudes research can be applied to the belief–behavior relationship to further understand when belief change will and will not promote behavior change. We discuss the role of attitudes in determining how beliefs shape behavior, the value of measuring and targeting attitudes in research on behavior change, and factors that can influence the attitude–behavior relationship as a means to gain insight into the belief–behavior relationship. As part of our review, we also offer recommendations as to how belief-targeting interventions might be improved to increase their impact on downstream behavior.